digital evolution
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DIGITAL EVOLUTION
GREGOR ROHRIG - NEW MEDIA SPECIALIST - Avusa
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EVOLUTION OF TECHNOLOGY
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IMMOBILE MOBILE
LOCAL GLOBAL GLOCAL
ANALOGUE DIGITAL
EVOLUTION OF TECHNOLOGY
MOBILE
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MOBILE WILL REVOLUTIONIZE THEWAY WE GATHER AND INTERACT
WITH INFORMATION
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EVOLUTION OF DIGITAL CONTENT
MOBILITY
ACCESSIBILITY
IMMEDIATE UPDATES
SCANNING - NOT READING
INTERACTIVE / MULIT-MEDIA
VIRAL CONTENT
CONTENT SHARING
CROSS REFERENCING WITH PRINT
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CONSUMPTION HABITS
EVOLVED TECHALLOWS:
instant gratification
transparency
user generated content
mobile:musicvideotext
social networking
individuality
sense of community
interactivity
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EXAMPLES
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user generated content individualityinstant gratificationmobile: video
#2 Global Site
social networkingsense of communitytransparencymobile: text
#6 Global Site
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Facebook Monthy Visits YouTube Monthly Visits
compete.com (2008)
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114.4%
71.6%
YouTube
Facebookyearly
growth
compete.com (2008)
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THESE SERVICES / TECHNOLOGIES HAVE RE-DEFINED
CONSUMER HABITS
BECAUSE I HAVE NEW OPTIONS...
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WE’RE TALKING ABOUT MULTI-MEDIA / RICH-MEDIA
CONSUMPTION
RICH MEDIA IS SYNONYMOUS FORINTERACTIVE MULTI-MEDIA
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CONSUMERS ARE EXPECTING SAME LEVELSOF EXPERIENCE FROM THE
MAINSTREAM MEDIA:
ESPECIALLY WITH THE GROWTHOF ONLINE AND MOBILE IN SA
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MyADSL.co.za (2007)
SA BROADBAND GROWTH
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2005 2006 2007 2008 2009
Network Speeds Cost of DataNew Services Adoption
MOBILE INFRASTRUCTURE TRENDS
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THE MAINSTREAM MEDIA IS ADOPTINGMANY OF THESE CHANGES:
BY ADDING RICH-MEDIA ASPECTSTO THE PRODUCT
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2006 2007
The Bivings Group (2007)
Features of America’s Top 100 newspapers sites
INTERNATIONAL MULTIMEDIA TRENDS
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CONTENT HAS BEEN ADAPTED TO THE CHANGES IN TECHNOLOGY AND
CONSUMPTION HABITS
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THIS MEANS:
ADVERTISING MODELS NEED TO ADAPT TOTHOSE TECHNOLOGIES AND CONTENT
CHANGES TO FALL IN PLACEWITH THE CONSUMPTION BEHAVIOUR
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CREATIVE
VIRAL
CONTEXTUAL
HYPER LOCAL / TARGETED ADS
FOCUS ON RICH MEDIA / INTERACTIVITY
CROSS-PLATFORM STRATEGY: PRINT & ONLINE
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EXAMPLES
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CONTEXTUAL VIDEO ADS: PLEASE FOCUS ON THE ADS!
VIRAL - CONTEXTUAL ADVERTING - INTERACTIVE - MOBILE
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RICH MEDIA EXAMPLE:MERCEDE-BENZ ONLNE MAGAZINE
DYNAMC - INTERACTIVE - EXCELLENT AD PLATFORM - MOBILE
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...to look at online for possibilities and inspiration...
...and integrate creative ideas into both:
online AND print!
Let’s not solely focus on online and sideline print advertising...
...the trick is to incorporate the two...